Buzz
Instagram introduced Checkout on Instagram this week, enabling users to purchase items without leaving the app. Before, clicking on a product redirected you to the retailer’s website. This change makes it all too tempting to make impulse buys like a new sweater or a stylish pair of heels. If you're aiming to reduce discretionary spending, it's worth taking a few precautionary steps.
Instagram outlined the new process in a press release:
When you tap on a product in a brand's shopping post, you’ll see the 'Checkout on Instagram' button. From there, you can choose options like size or color, then proceed to payment—all without leaving the app. The first time you check out, you'll need to provide your name, email, billing details, and shipping address.
Once your first purchase is complete, your details will be securely saved, streamlining future purchases. You’ll also get notifications about shipping and delivery within Instagram, allowing you to stay updated on your order status.
Currently in beta, Checkout on Instagram is available for brands like Adidas, Balmain, Burberry, Dior, H&M, Kiley Cosmetics, NARS, Nike, Outdoor Voices, Warby Parker, and Zara, among others.
The app and its partner brands are clearly hoping that the checkout experience will be so smooth that you’ll be encouraged to buy even more. Kara Cutruzzula, writing for Money.com, tested the feature and described her experience: “For research purposes, I decided to try Checkout on Instagram. Within 10 seconds of browsing H&M’s Instagram, I found a shirt I liked, clicked, and purchased it for $17.99. The entire process took just 30 seconds.”
As she points out, your second purchase will be even faster since you won’t need to re-enter payment details. “It’s alarmingly easy to shop on Instagram,” she notes.
So, how can you resist the urge to make a purchase during late-night scrolling sessions or after a few drinks?
Simply unfollow your favorite brands.
One way to avoid temptation is by unfollowing the brands offering Checkout within the app, similar to unsubscribing from retail emails or avoiding the mall. You don't want to make it easy for temptation to find you.
This tactic works on a deeper level, as Cutruzzula points out. For example, if you spot a shirt you like and click on it but don’t purchase it, it will continue to follow you online. “We tend to buy products that track us and linger,” she writes. “This is why brands invest in those persistent ads that follow us after viewing an item. The eerie becomes familiar—and ultimately turns into the next package at your door.”
But by unfollowing brands, you significantly reduce the chances of seeing their products or clicking through to their pages.
Consider saving products for later.
Another option is to use Instagram's bookmark feature to save items for future consideration. I personally use this feature and have different albums for inspiration, one of which is labeled 'products.' I've found that when I revisit the album later, I'm rarely tempted to purchase what I had saved. By resisting the urge to buy in the moment, you may avoid unnecessary purchases altogether.
Checkout makes it simple to save items directly from a retailer’s page. When you click on a product, just scroll down to discover additional options you can save for later.
And just so you know: if you do end up making an impulse purchase, Instagram allows you to cancel it within 30 minutes, according to their policy.
To cancel your order:
Navigate to your Orders section.
Select the order you wish to cancel.
Scroll down and click on the Cancellations option.
Choose a reason and then click Cancel Order.
“If you love Instagram, stick to scrolling through cute animal photos and pictures of beachside margaritas,” writes Cutruzzula. “Because it’s probably just a matter of time before you can purchase those with a single tap too.”
